Future research agenda
| Research focus | Recommended next steps |
|---|---|
| Testing nudging effectiveness in real-world retail settings | Conduct field experiments in physical stores or e-commerce to validate nudging effects in real shopping contexts, enhancing ecological validity and robustness |
| Exploring longitudinal effects of nudging on sustainable behavior | Use longitudinal studies or repeated-measure designs (e.g. clickstream, simulated purchases) to examine whether digital nudging can produce long-lasting changes in consumer habits over time |
| Identify psychological processes underlying different nudging architectures | Investigate why different architectures lead to different consumer responses by examining the psychological processes activated by different levels of participation (e.g. engagement, perceived responsibility, effort, or motivation) |
| Investigating cross-cultural and demographic differences in nudging response and effectiveness | Compare nudging effectiveness across countries, age groups, or value orientations to improve segmentation and adapt nudging strategies to diverse consumer profiles (e.g. cross-country, multi-group research designs, cultural dimensions by Hofstede) |
| Using neuromarketing to analyze unconscious reactions to nudges | Apply tools such as EEG, eye-tracking or facial emotion recognition to explore non-conscious emotional and cognitive reactions to different nudging architectures |
| Considering AI-driven personalization of nudging architectures | Explore how emerging technologies (e.g. AI-driven personalization) can dynamically adapt digital nudging architectures to user characteristics and contexts, while assessing implications for autonomy, transparency and ethical acceptability |
| Assessing the ethical boundaries and consumer perceptions of digital nudging | Use mixed methods (surveys + in-depth interviews or focus groups) to investigate how consumers perceive the transparency and autonomy-preserving features and perceived manipulation of nudging interventions |
| Research focus | Recommended next steps |
|---|---|
| Conduct field experiments in physical stores or e-commerce to validate nudging effects in real shopping contexts, enhancing ecological validity and robustness | |
| Use longitudinal studies or repeated-measure designs (e.g. clickstream, simulated purchases) to examine whether digital nudging can produce long-lasting changes in consumer habits over time | |
| Investigate why different architectures lead to different consumer responses by examining the psychological processes activated by different levels of participation (e.g. engagement, perceived responsibility, effort, or motivation) | |
| Compare nudging effectiveness across countries, age groups, or value orientations to improve segmentation and adapt nudging strategies to diverse consumer profiles (e.g. cross-country, multi-group research designs, cultural dimensions by Hofstede) | |
| Apply tools such as EEG, eye-tracking or facial emotion recognition to explore non-conscious emotional and cognitive reactions to different nudging architectures | |
| Explore how emerging technologies (e.g. AI-driven personalization) can dynamically adapt digital nudging architectures to user characteristics and contexts, while assessing implications for autonomy, transparency and ethical acceptability | |
| Use mixed methods (surveys + in-depth interviews or focus groups) to investigate how consumers perceive the transparency and autonomy-preserving features and perceived manipulation of nudging interventions |
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